University of Texas at Austin Partners with Fanatics and HanesBrands to Lead “As Big As Texas” Merchandise Initiatives

AUSTIN, Texas (October 7, 2021) The University of Texas at Austin today announced a comprehensive licensed product strategy that includes new and exclusive partnerships with Fanatics and HanesBrands to lead the development of an extensive collection of fan apparel across all retail channels. in an effort to provide Longhorn fans with “A selection as large as Texas.”

HanesBrands, which owns the iconic clothing brands Champion and Hanes, as well as Alternative and other popular brands, will focus on the design and manufacture of Texas fan gear for local Austin Market retailers and retailers. national supercentre and club retailers. Fanatics will lead growth on the Internet channel and at sporting goods retailers and department stores. Texas will also continue its partnership with Nike as a supplier of performance products and specific merchandise for the Longhorns athletic programs.

“Fanatics and HanesBrands are each committed to dramatically expanding the assortment and distribution of Texas merchandise, which complements our fan-focused licensed product strategy,” said Drew Martin, senior associate executive director of sports for external affairs at UT-Austin. “We selected these partners because they are invested in a true brand partnership with Texas Athletics and the University as we work to provide“ as big as Texas ”for Longhorn fans. We have already seen our fans react to this new and expanded product experience with near-record sales on the first day of the soccer game. “

The new partnerships with HanesBrands and Fanatics follow a detailed analysis of the Texas brand licensing program and a competitive proposal process conducted in conjunction with the University’s exclusive licensing agent, CLC. In addition to these exclusive programs, Texas will also continue to partner with other top-notch licensees in key product categories to meet the needs of Texas fans. These licensees include Columbia, Vineyard Vines, Peter Millar, Tommy Bahama, WEAR by Erin Andrews, Johnnie-O, ’47 Brand and Gameday Couture to name a few, with other major clothing brands continuing. actively branded Texas programs.

Already fulfilling its commitment to elevate the Longhorn brand in retail, HanesBrands completed work on a one-of-a-kind Champion store experience at The Coop. Plus, the award-winning HBI Design Center of Excellence created Red River Showdown apparel showcasing the unique traditions that make the rivalry truly special.

“The fans of Texas Athletics and Longhorn represent the spirit, tradition and leadership embodied in our Champion brand, and we are thrilled to be a part of this innovative Texas apparel strategy,” said John Fryer, HanesBrand resident at Sports Apparel. In addition to the new Champion Fan Shop at The Coop, HanesBrands offers exceptional assortments of Longhorn gear at over 750 nationwide retail stores. And we look forward to delivering on our promise of quality and fashion for Texas fans. “

In addition to serving as the exclusive apparel licensee, Fanatics will continue to provide on-site e-commerce and retail operations for Texas Athletics through 2030. Through this expanded partnership, Fanatics will continue to power the online store. official of the Longhorns and will also launch a state-of-the-art flagship retail store inside the new Moody Center, which will become the new headquarters of Texas men’s and women’s basketball in 2022. The main store of the The approximately 1,800 square foot team will be customized for avid Longhorn fans visiting on game day and beyond, with mobile point-of-sale and online pickup options for buyers. Fanatics will also create new experiences before, during and after football games, opening unique pop-up shops at Bevo Blvd, Texas Football’s popular pre-game street party and campus opportunities with a student accent. .

“The University of Texas at Austin is one of the elite academic and athletic institutions in the world, and we are extremely excited to expand and expand our global partnership,” said Derek Eiler, vice -executive chairman of Fanatics College. “Longhorns fans and Texas Exes everywhere are extremely proud of the University, and we look forward to creating personalized products that celebrate the spirit and traditions of Texas, as well as a more immersive shopping experience, than this. either online, via mobile, at Texas Athletics on-campus game day venues, or at hundreds of retailers across the state. “

The new licensing partnerships and expanded retail presence are currently highlighted in a new marketing campaign, “A Selection As Big As Texas”, which recently hit the market and builds engagement with the University to provide a solid selection of quality articles selected to meet the needs. Longhorn fans around the world.

About the fanatics

As the global leader in licensed sporting goods, Fanatics is changing the way fans shop for their favorite apparel, jerseys, headgear and gear with an innovative and technological approach to manufacturing and selling. fan equipment in today’s on-demand and mobile culture. . Combining cutting-edge technology with agile production and supply chain, Fanatics has pioneered a vertical business model that enables the company to better serve its 300+ partners and growing expectations in real time. leagues, teams, fans and retailers around the world to ensure the widest assortment is available online, in stadiums or on-site at major sporting events. Fanatics includes the broadest assortment by offering hundreds of thousands of officially licensed items across its Fanatics, FansEdge, Kitbag, Majestic, Top of the World and WinCraft brands, as well as the largest selection of collectibles. and sports memorabilia via Fanatics Authentic. For more information, please visit

About HanesBrands

HanesBrands (NYSE: HBI) makes everyday wear known and loved by consumers around the world for their comfort, quality and value. Some of the company’s iconic brands include Hanes, the leading basic apparel brand in the United States and Champion, an innovator at the intersection of lifestyle and sportswear, as well as fan favorites Alternative and Sports equipment. HBI employs 61,000 people in 47 countries and has built a solid reputation for quality workplaces and ethical business practices. The company, a long-time leader in sustainable development, has set itself ambitious goals for 2030 to improve people’s lives, protect the planet and manufacture sustainable products. HBI leverages its unmatched strengths to unleash its #FullPotential and generate long-term growth that benefits all of its stakeholders.

About CLC

CVX is the nation’s leading college brand licensing company with a mission to elevate academic brands through insight and innovation. The company is uniquely positioned to deliver consumer connections and brand visibility for institutions through personalized, data-driven solutions that include impactful licensed merchandise strategies and innovative marketing platforms to navigate the market. ever-changing consumer and retail. Based in Atlanta, Georgia, CLC is guided by the values ​​of serving others, building trust, leading well, innovating often, and being passionate. Founded in 1981, CLC is part of Learfield IMG College, the leading media and technology services company in intercollegiate athletics.

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